How We Helped A B2B SaaS Business Increase Their Clients 30% YoY And Achieve 30x+ Lifetime ROAS
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Med Stop
Company Background:
MedStop is a SaaS Tool for the transportation industry in the United States.
It is an online paperless management system for drug, alcohol and occupational medical tests including both DoT-mandated and non-DoT tests.
Med-Stop targets companies and individuals required to perform and document periodical medical tests required by an employer, government agency, or their own company policy.
Med-Stop integrates all functions of consortiums and third-party administrators in an easy to use the online system.
Problem Statement:
Med Stop only had offline sales channels and did not have any online lead generation channel. They wanted to build these channels and drive in sales via paid social & search advertising
Methodology:
- PAID ONLINE ASSET SETUP
Since the business had no online advertising assets in place we started off with helping them set up business managers across platforms including setup of the ad tracking and attribution setup which was critical post iOS 14.
- In terms of ad strategy, we took the following approach:
- STREAMLINE TARGETING BY BUILDING NEGATIVE KEYWORDS
Start out with broad keywords on Google and keep narrowing the targeting by building the negative keyword list.
- EFFECTIVE CROSS CHANNEL RETARGETING
Due to the long sales cycle for the business how we approached this is to have a detailed retargeting strategy for the business on both Google & facebook (Instagram) in addition to the ToF targeting on Google.
This included running campaigns targeting social media engagers, website visitors and video watchers
Key Metrics:
- Built Google & Facebook Funnels from scratch
- 30% YoY growth in incoming leads
- 30X ROAS - generated leads gave 30x+ ROAS over the lifetime of the business
Results Generated:
- HIGHLY PROFITABLE CPL
For a very niche industry, on a good day, we were able to hit a CPL of $65 per lead. We averaged around $100 CPL, which was a fantastic place to be for the client.
- HIGH LEAD TO PURCHASE CONVERSION RATE
Within Sep’21 - Dec’21 time period, with an ad spend of $7.2K the client reported to have generated $195,000 in revenue (ROAS of ~27X) specifically from the leads we generated. With an extremely high CLTV these purchases also have a high repeat purchase rate
- OPTIMIZED LEAD TRACKING
One of our big achievements here was how we helped Med Stop build unique IDs for every lead that comes in. This helped the business & us optimize resources basis accurate attribution. (a screenshot is attached which shows unique RIDs on Google Analytics in front of every single lead that came in).
- CONSISTENT LEAD GENERATION
We have helped the account not only build a solid leads engine using Google and Meta ads, but also brought consistency with which these channels generate high quality leads for the business.
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